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What is mobile marketing, and how can you use it for your business? Presentation by John Miles of integritive

What is mobile marketing, and how can you use it for your business? Presentation by John Miles of integritive

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  • Hi, I&#x2019;m John, I am Chief of What&#x2019;s Next at integritive which is a full service internet marketing firm here in Asheville. (other introduction type stuff) <br />
  • Mobile Marketing Association: &#x201C;Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.&#x201D; <br /> <br /> There is international association dedicated to mobile marketing = significant area of interest in advertising. <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • (ask) By a show of hands, how many of you own a cell phone that has access to the internet? One that you can check e-mail on, or browse the web. <br /> If we took that poll even 5 years ago I&#x2019;m sure the ratio would be much different <br /> Barcode Scanners <br /> <br /> New Publishing <br />
  • (ask) By a show of hands, how many of you own a cell phone that has access to the internet? One that you can check e-mail on, or browse the web. <br /> If we took that poll even 5 years ago I&#x2019;m sure the ratio would be much different <br /> Barcode Scanners <br /> <br /> New Publishing <br />
  • (ask) By a show of hands, how many of you own a cell phone that has access to the internet? One that you can check e-mail on, or browse the web. <br /> If we took that poll even 5 years ago I&#x2019;m sure the ratio would be much different <br /> Barcode Scanners <br /> <br /> New Publishing <br />
  • (ask) By a show of hands, how many of you own a cell phone that has access to the internet? One that you can check e-mail on, or browse the web. <br /> If we took that poll even 5 years ago I&#x2019;m sure the ratio would be much different <br /> Barcode Scanners <br /> <br /> New Publishing <br />
  • (ask) By a show of hands, how many of you own a cell phone that has access to the internet? One that you can check e-mail on, or browse the web. <br /> If we took that poll even 5 years ago I&#x2019;m sure the ratio would be much different <br /> Barcode Scanners <br /> <br /> New Publishing <br />
  • Going beyond the overview definition of mobile marketing, here are some solid examples of mobile mobile marketing at it&#x2019;s best. <br /> <br /> We&#x2019;ll go into more detail on each shortly. But first... (next slide) <br />
  • In the second quarter of 2008 smart phones held only about 10% of the mobile phone market - in the 4th quarter of 2009 that number had jumped to over 20% and is expected to continue to grow. <br /> If trends continue the way they are now, the number of smartphones will actually surpass traditional feature phones by as soon as 2011. <br />
  • The CTO of cisco, which is a leading technology company, gave the following prediction: by the end of 2010 we expect to see 35 billion devices connected to the network; by 2013 that number is expected to climb to almost a trillion.&#x201D; <br /> <br /> The numbers she&#x2019;s referring to includes the ever increasing array of devices that are able to connect to the internet, even beyond cell phones and laptops. <br /> <br /> <br /> *actual quote: &#x201C;The Cisco CTO shared another eye-popping statistic in her keynote: by the end of 2010 we expect to see 35 billion devices connected to the network; by 2013 that number is expected to climb to almost a trillion. That includes wireless RFID chips, network-connected sensors, and many other forms of connected devices beyond phones and laptops &#x2014; and increasingly, those devices will be talking directly to each other.&#x201D; <br /> <br />
  • The CTO of cisco, which is a leading technology company, gave the following prediction: by the end of 2010 we expect to see 35 billion devices connected to the network; by 2013 that number is expected to climb to almost a trillion.&#x201D; <br /> <br /> The numbers she&#x2019;s referring to includes the ever increasing array of devices that are able to connect to the internet, even beyond cell phones and laptops. <br /> <br /> <br /> *actual quote: &#x201C;The Cisco CTO shared another eye-popping statistic in her keynote: by the end of 2010 we expect to see 35 billion devices connected to the network; by 2013 that number is expected to climb to almost a trillion. That includes wireless RFID chips, network-connected sensors, and many other forms of connected devices beyond phones and laptops &#x2014; and increasingly, those devices will be talking directly to each other.&#x201D; <br /> <br />
  • Competition exists between carriers to provide the best 3G and 4G services - which is great for customers - the networks will only be getting better and better making mobile internet use easy and free of interruptions. Faster speed means even more opportunities available for creative development <br /> <br /> &#x201C;Along with the advent of 4G networks, mobile video becomes a more viable proposition and a more pleasant experience for the consumer. Cisco&#x2019;s CTO Padmasree Warrior gave a keynote address in which she conveyed the perhaps astonishing statistic that current trends show 91% of all internet traffic will be video content by 2013. With video becoming such a dominant force driving internet usage, and a perfect storm of fast networks and smart devices that can handle it, video will likewise be a significant driver of mobile data usage as well &#x2014; occupying an estimated 66% of mobile traffic by 2013, according to Cisco. <br /> <br />
  • Sites that aren&#x2019;t formatted for mobile are often awkward and unorganized, which will typically make a user frustrated and trust you and your brand less. <br /> <br /> When you develop a mobile site, there are a few things to focus on. Make sure it&#x2019;s fast loading, the important content is available right away, and it&#x2019;s easy to navigate. <br /> <br /> A good mobile site will have innovative ways for the users to interact - different than if they were viewing the site on a home computer. <br /> <br /> Think about the information someone would be trying to get while they were on the move - directions, contact info, specials, and make sure that info is front and center. <br />
  • Sites that aren&#x2019;t formatted for mobile are often awkward and unorganized, which will typically make a user frustrated and trust you and your brand less. <br /> <br /> When you develop a mobile site, there are a few things to focus on. Make sure it&#x2019;s fast loading, the important content is available right away, and it&#x2019;s easy to navigate. <br /> <br /> A good mobile site will have innovative ways for the users to interact - different than if they were viewing the site on a home computer. <br /> <br /> Think about the information someone would be trying to get while they were on the move - directions, contact info, specials, and make sure that info is front and center. <br />
  • Sites that aren&#x2019;t formatted for mobile are often awkward and unorganized, which will typically make a user frustrated and trust you and your brand less. <br /> <br /> When you develop a mobile site, there are a few things to focus on. Make sure it&#x2019;s fast loading, the important content is available right away, and it&#x2019;s easy to navigate. <br /> <br /> A good mobile site will have innovative ways for the users to interact - different than if they were viewing the site on a home computer. <br /> <br /> Think about the information someone would be trying to get while they were on the move - directions, contact info, specials, and make sure that info is front and center. <br />
  • Sites that aren&#x2019;t formatted for mobile are often awkward and unorganized, which will typically make a user frustrated and trust you and your brand less. <br /> <br /> When you develop a mobile site, there are a few things to focus on. Make sure it&#x2019;s fast loading, the important content is available right away, and it&#x2019;s easy to navigate. <br /> <br /> A good mobile site will have innovative ways for the users to interact - different than if they were viewing the site on a home computer. <br /> <br /> Think about the information someone would be trying to get while they were on the move - directions, contact info, specials, and make sure that info is front and center. <br />
  • Sites that aren&#x2019;t formatted for mobile are often awkward and unorganized, which will typically make a user frustrated and trust you and your brand less. <br /> <br /> When you develop a mobile site, there are a few things to focus on. Make sure it&#x2019;s fast loading, the important content is available right away, and it&#x2019;s easy to navigate. <br /> <br /> A good mobile site will have innovative ways for the users to interact - different than if they were viewing the site on a home computer. <br /> <br /> Think about the information someone would be trying to get while they were on the move - directions, contact info, specials, and make sure that info is front and center. <br />
  • <br />
  • <br />
  • Each of the major smart phone platforms supports it&#x2019;s own set of applications; most of which are developed by independent third parties. <br /> Apps are great because you can tailor them to your exact specifications for you and your customers&#x2019; exact needs. <br /> Whether the app is a complex tie in to your business, or just something simple and fun, you will be developing brand recognition. <br /> Apps are always either free or very inexpensive which makes them widely available. When you practice generosity marketing - give a little something away like a free app - you&#x2019;ll inherently see return. <br /> When someone buys and uses an app they like, they will tell their friends. It&#x2019;s especially great for local businesses - the more users interact with you the more memorable your brand is. <br />
  • <br />
  • Barcodes are one of the newer ways to use the smartphone&#x2019;s technology. <br /> There are 2 ways to use barcodes with mobile devices. <br /> 1) Scanning a phone a the register or check in counter and <br /> 2) actually taking a picture of a barcode with your phone to jump to a specific web page on your phone&#x2019;s browser. <br />
  • Coupons and tickets can appear on the phone&#x2019;s screen and are scanned on location instead of a paper copy. There are several benefits to the user - they don&#x2019;t need a printer so it saves paper and time; and you also save them from accidentally forgetting the coupon or ticket, since people are much less likely to forget their cell phone at home.&#xA0; <br /> Examples: Several airlines are now able to scan boarding passes from the screen of a smartphone. Starbucks has a reloadable gift card that regular patrons can use to pay with. Instead of carrying a physical card (and potentially losing or forgetting it) the card can be tied in to an iPhone app and scanned on location at the register to pay. Customers can even reload the card right from their phone.&#xA0; <br />
  • Coupons and tickets can appear on the phone&#x2019;s screen and are scanned on location instead of a paper copy. There are several benefits to the user - they don&#x2019;t need a printer so it saves paper and time; and you also save them from accidentally forgetting the coupon or ticket, since people are much less likely to forget their cell phone at home.&#xA0; <br /> Examples: Several airlines are now able to scan boarding passes from the screen of a smartphone. Starbucks has a reloadable gift card that regular patrons can use to pay with. Instead of carrying a physical card (and potentially losing or forgetting it) the card can be tied in to an iPhone app and scanned on location at the register to pay. Customers can even reload the card right from their phone.&#xA0; <br />
  • The second way that is becoming more and more popular is where a user actually takes a picture of a barcode on a print ad with their smartphone&#x2019;s camera and they are taken directly to your mobile site and to whatever specific product page the ad is referring to.&#xA0; <br /> Ralph Lauren clothing company was one of the first retailers to start using this method. They will place the QR (quick read) barcodes in their catalogs, and when a user takes a photo of that barcode they are taken directly to that product&#x2019;s page in their mobile browser. The user therefore spends less time searching and purchasing is made easy. <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Text Messaging <br /> Text messages can be used to alert customers of special deals or discounts and can act as a digital coupon - again eliminating the need for paper copies.&#xA0; <br /> Even cell phones that are not internet ready often are SMS (or text message) ready. <br /> Customers interested in receiving updates can opt-in to advertising messages via text message. There are several third-party service providers that can offer lots of different ways to keep in touch with your customers - including location based texts. <br /> With location based texts, the service would track where a customer&#x2019;s phone was, and any time they came within a specific radius of a business that was offering a deal, a notification would be sent to that user&#x2019;s phone. Text messages can also be used to notify customers of last minute (including same day) deals.&#xA0; <br />
  • Closing <br /> As the use of smartphones increases, and the supporting technology continues to improve, the possibilities for mobile marketing grows right along with it.&#xA0; <br /> It&#x2019;s important to keep your message consistent across all of your marketing avenues, and mobile phones are just one more avenue to consider.&#xA0; <br /> Look at your demographic, think about their needs and then try to exceed them. Get creative and offer something even your customers might not have thought of, but they still would enjoy and use nonetheless.&#xA0; <br /> Mobile marketing is growing right along with internet marketing, so make sure your company has a strong presence on both.&#xA0; <br />
  • When you know how your audience consumes it&#x2019;s media, you can place yourself in front of them more often <br /> <br /> You can use the ever advancing technologies to reach only your exact target audience - so you&#x2019;re not wasting energy on consumers who aren&#x2019;t interested <br /> <br /> Advertising is and will always be about knowing your audience. <br /> <br />
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Transcript

  • 1. 1 Mobile Marketing
  • 2. “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” -Mobile Marketing Association, November 2009
  • 3. 3 Methods What are some of the examples of mobile marketing?
  • 4. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version
  • 5. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps
  • 6. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps SMS / Text Messaging
  • 7. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps SMS / Text Messaging Barcodes
  • 8. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps SMS / Text Messaging Barcodes Mobile Coupons
  • 9. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps SMS / Text Messaging Barcodes Mobile Coupons YouTube
  • 10. 3 Methods What are some of the examples of mobile marketing? Website: Mobile Version Mobile Apps SMS / Text Messaging Barcodes Mobile Coupons YouTube New Publishing
  • 11. 4 Got Smart Phone?
  • 12. 5 What do you do Mobile?
  • 13. 5 What do you do Mobile? Internet
  • 14. 5 What do you do Mobile? Internet Email
  • 15. 5 What do you do Mobile? Internet Email Social Media
  • 16. 5 What do you do Mobile? Internet Email Social Media Maps / Directions
  • 17. 5 What do you do Mobile? Internet Email Social Media Maps / Directions GPS
  • 18. 6 Smart Phones Exponential growth world-wide
  • 19. 7
  • 20. 8 Smart Phones in Use
  • 21. 8 2010 = 35 Billion Smart Phones in Use
  • 22. 8 2010 = 35 Billion 2013 = 1 Trillion Smart Phones in Use
  • 23. Internet Traffic + 4G
  • 24. 2013 = 91% Video Internet Traffic + 4G
  • 25. Website: Mobile Version
  • 26. Website: Mobile Version Fast Loading
  • 27. Website: Mobile Version Fast Loading Easy to Navigate
  • 28. Website: Mobile Version Fast Loading Easy to Navigate Important Information
  • 29. Website: Mobile Version Fast Loading Easy to Navigate Important Information Interactive / Finger Touch
  • 30. Website: Mobile Version Fast Loading Easy to Navigate Important Information Interactive / Finger Touch Offers / Coupons
  • 31. 11 Website
  • 32. 12 Mobile Version Mobile
  • 33. 13 Apps
  • 34. 13 Apps Ralph Lauren’s iPhone app
  • 35. 14 Apps
  • 36. 14 Apps Disney World :: Park Maps
  • 37. 15 Barcodes
  • 38. 16 Barcodes
  • 39. 16 Barcodes Pay from Phone
  • 40. 16 Barcodes Pay from Phone Boarding Pass
  • 41. Barcodes
  • 42. 18 Coupons
  • 43. 19 Text Messages
  • 44. 19 Text Messages
  • 45. 19 Text Messages
  • 46. 19 Text Messages 25% off Coffee - @ Joe’s - look across the street
  • 47. 20 YouTube
  • 48. 21 YouTube
  • 49. 22 Ads
  • 50. 22 Ads Ads in phone
  • 51. 23 New Publishing
  • 52. 23 New Publishing iPad
  • 53. 24 Successful Mobile Marketing?
  • 54. 1. Know your audience
  • 55. 26 2. Corporate Initiative
  • 56. 27 3. Use existing digital assets
  • 57. 28 4. Call to Action
  • 58. 29 5. Serve your audience
  • 59. 30 Ideas
  • 60. Contact twitter.com/integritiveJM john@integritive.com www.integritive.com
  • 61. 32 Questions?
  • 62. Contact twitter.com/integritiveJM john@integritive.com www.integritive.com